July 2016 – Mobile News and Research

PointSource Analytics

www.PointSource.com

• 44% of Boomers do “email triage” on their smartphones to clear our email inboxes, but

it's primarily a tactic for teens (73%) and Millennials (81%)

• 86% of users use their smartphone for personal email but only 34% use it for business

email. 22% of users even check messages in the bathroom.

• Near-term growth phase mobile technology includes Mobile Advertising and Mobile Ad

Analytics, In-App and App Monetization Analytics, and Cross-Device Identity-Matching

Platforms

• “Mobile increasingly owns the last mile of consumer engagement — industries such as

retail, travel, and banking already see half of their traffic from mobile devices. Due to

this, mobile technology solutions will be pivotal in orchestrating consumer

engagement.” Forrester

• A facilities management case study from Aberdeen Research shows that field mobility

enables real-time data capture with improved accuracy, better-informed field techs,

resulting in better service and customer satisfaction.

Executive Summary – Mobile Research 2016

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www.PointSource.com

• Adestra 2016 Consumer Adoption and Usage Study – Survey of

1,200 consumers across the US about digital habits.

• TechRadar™ Mobile Marketing, Q1 2016 – Forrester Report on Tools

and Technology for Mobile Marketing

• Case-in-Point: Mobility Provides a Facilities Services Company with

the Insight to Reach Resolution – Aberdeen Research

Studies Reviewed

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www.PointSource.com

With smartphones dominating mobile phone

use among all age groups, and tablet adoption

hovering around 50% across all age groups,

you're far behind the curve if you haven't made

your digital presence – email, landing pages,

your entire website – mobile-responsive.

2016 Adoption and Usage Study

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www.PointSource.com

Email isn’t dead, far from it. 74%

of users claim they need email

for their everyday lives.

86% use their smartphone for

personal email, a much higher

percentage than use it for

business email.

2016 Adoption and Usage Study

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www.PointSource.com

More than 50% of email is read on

smartphones.

Often users use their phone to scan

their inboxes quickly, deciding what

they'll read now, read later, delete and

ignore. Although 44% of Boomers do

this, it's primarily a tactic for teens

(73%) and Millennials (81%) to manage

their inboxes

Inbox Triage

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www.PointSource.com

Just like in last month’s research report,

we find that dayparting is an important

strategy for engaging with users.

Younger users tend to check messages

right after turning off the alarm, while

older users want their coffee first.

Later in the day, message checking

becomes more random. Checking

randomly throughout the day (84%),

when boredom hits (50%), at my desk

(40%), in bed (36%), at lunch (29%), in

the bathroom (22%), to and from home

(20%), waiting for a meeting (19%) or

even trying to avoid someone (11%).

Message Checking Routines

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www.PointSource.com

Primary communication

methods vary widely despite

smartphones’ dominance.

Boomers much more likely to

prefer phone and email,

while Millennials prefer text

and Facebook, teens love

text and chat apps.

Communicating with Friends

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www.PointSource.com

Forrester has assembled a list of the top 12 Mobile Tools and

Technologies all companies should be using to beat the competition in a

time where 94% of US consumers have smartphones and spend 2

hours per day browsing mobile web or interacting with apps.

Mobile solutions are essential to “win, serve and retain customers in

their more than 30 billion mobile moments each day in the US alone.”

TechRadar™ Mobile Marketing Q1 2016

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www.PointSource.com

Mobile solutions empower marketers to:

• Proactively engage consumers in mobile moments. The bar is rising on the

level of content consumers demand right in the moment their need information.

• Be truly omnichannel. Mobile allows us to bridge the physical and digital worlds

by using location services and other technology to understand users’ physical-

world context and provide relevant digital service.

• Innovate. Mobile vendors are better at innovating and provide a faster and more

experienced method to help businesses excel in the mobile space.

TechRadar™ Mobile Marketing Q1 2016

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www.PointSource.com

Mobile spend has been lagging at a median of $1 Million per year

investment because internal skill sets can’t keep up with the technology,

legacy technology can be difficult to integrate with and small agile

companies change quickly.

Enterprise firms who are content with being followers tend to wait for

existing providers to roll out mobile features, leaving a lot on the table for

more innovative players.

TechRadar™ Mobile Marketing Q1 2016

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www.PointSource.com

Trends in the mobile technology space:

• The best mobile marketing solutions are evolving from

single-purpose or niche offerings to more holistic solutions

• Many platforms focus a lot more on marketing than

engagement, and suffer from overuse of marketing jargon

vs. telling what their platform uniquely offers.

• “Mobile increasingly owns the last mile of consumer

engagement — industries such as retail, travel, and banking

already see half of their traffic from mobile devices. Due to

this, mobile technology solutions will be pivotal in

orchestrating consumer engagement.”

Forrester TechRadar™

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www.PointSource.com

Creation Phase

• Augmented Reality – While this technology is old, growth is far out

because of lack of real applications that are not gimmicky. Nearer

term value-add may be found in B2E applications for field techs,

sales professionals and retail compliance. Not on a consumer level

until the technology improves and gets to critical mass of users.

• Location Intelligence Platforms– Applications greatest for brick

and mortar retailers to establish ROI with foot traffic, or specific

marketers who can use location information to understand lifestyle

better (sports apparel). Execution is improving as data sources

continue to be added and integrated.

• Mobile Engagement Automation – Mobile interactions have

expanded the amount of communications, above and beyond email

and web, needed to engage customers and automating those

interactions make it possible to better engage at scale.

Forrester TechRadar™

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www.PointSource.com

Growth Phase Technology

• Mobile Advertising Platforms and Analytics – Mobile advertising

still under-invested considering it’s penetration and the complexity

of advertising necessitates better ad analytics to track it

• In-app engagement analytics – Users spending 78% of their

mobile time using apps each week. App analytics will drive in-app

insights and better engagement. App monetization analytics have

a direct impact on driving revenue and high ROI and are poised to

grow for companies driving revenue through in-app purchases or

app sales.

• Cross-device identity matching platforms – A crucial element of

mobile marketing efforts is to understand user actions across

multiple devices. This technology ingests data across digital and

offline sources to create a unique picture for each user. One-third of

marketers don’t track users cross-channel.

Forrester TechRadar™

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www.PointSource.com

Equilibrium

• Mobile messaging and messaging aggregators are crucial

for delivering messages to audiences and have saturated

the market.

• Mobile web platforms are hampered by competition from

CMS, mobile shopping, and other versatile platforms with

greater flexibility. In the past they sped time-to-market,

but had usage-based pricing models that set them back.

Forrester TechRadar™

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www.PointSource.com

A top motivator for service companies going mobile is the customer

demand for faster service. A global facilities management service

organization maintains strong mobile investment to support 300 field

service techs.

Mobile technology provided some clear benefits

that savvy peers can benefit from with implementation.

Facilities Management Mobile Case Study

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www.PointSource.com

• Improved quality and accuracy of customer documentation. Switching from paper forms

provided real-time access and validation for customers what services were performed, enabling the

company to “prove” execution of quality service.

• Better data capture in real-time. Mobile experiences allow ability to capture detailed and accurate

information with a clear UI to drive consistency. Paper forms meant techs would neglect to complete

information or write illegibly, and the data was unavailable for aggregate analysis.

• Field service team access to data. Field techs now have mobile access to diagnostic and

background information to better resolve problems. They got additional intelligence into the equipment, the

customer and the service history which allowed better service and proactive maintenance.

Facilities Management Mobile Case Study

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www.PointSource.com

• Make mobility easy to adopt and master. The

company ensured the new mobile tools had the same or similar user

experience to existing tools in order to ensure adoption went smoothly.

Former technician acted as lead trainer to assist field in embedding the

new devices.

• Improved KPIs

• 80%+ first time fix rate

• 30%+ service margin

• 95%+ worker utilization rate

• 80%+ customer retention rate

Facilities Management Mobile Case Study

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Want more digital transformation

success stories?Client Stories from PointSource:

DOT Foods Supply Chain

Comdata Fleet Management

Thank YouMandy Steinhardt

Director of Analytics and Digital Engagement

PointSource

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